Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management
<div>This study strives to identify the market segment for mobile Internet based on</div><div>demographic characteristics and technology usage behavior attributes. Market </div><div>segment analysis is one of the most important factors for t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Indonesia
2016-06-01
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| Series: | The South East Asian Journal of Management |
| Subjects: | |
| Online Access: | http://journal.ui.ac.id/index.php/tseajm/article/view/7707 |
| _version_ | 1797968243997016064 |
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| author | Sri Daryanti Kristina Uli Simanjuntak |
| author_facet | Sri Daryanti Kristina Uli Simanjuntak |
| author_sort | Sri Daryanti |
| collection | DOAJ |
| description | <div>This study strives to identify the market segment for mobile Internet based on</div><div>demographic characteristics and technology usage behavior attributes. Market </div><div>segment analysis is one of the most important factors for target market identification of </div><div>products or services. Segmentation analysis is also very crucial to the success of product</div><div>development management to ensure that products reach their potential customers or</div><div>their target market effectively with the right marketing strategies, thereby ensuring</div><div>peak profitability. In this segmentation research project, data were collected through</div><div>a paper-based survey using nonprobability sampling among 232 respondents. Based</div><div>on cluster analysis, the mobile Internet segment in Indonesia can be divided into four</div><div>groups: savvy users (35.8%), loyal users (27.6%), value users (27.6%) and traditional</div><div>users (9.9%). The study found that factors which clearly differentiate mobile Internet</div><div>segments are: mobile data usage during web browsing, communication activity</div><div>including social media activity, game activity, and price sensitivity.</div> |
| first_indexed | 2024-04-11T02:42:42Z |
| format | Article |
| id | doaj.art-d7dbf92b24f1448b9bd8c4018d71c6a8 |
| institution | Directory Open Access Journal |
| issn | 1978-1989 2355-6641 |
| language | English |
| last_indexed | 2024-04-11T02:42:42Z |
| publishDate | 2016-06-01 |
| publisher | Universitas Indonesia |
| record_format | Article |
| series | The South East Asian Journal of Management |
| spelling | doaj.art-d7dbf92b24f1448b9bd8c4018d71c6a82023-01-02T18:45:20ZengUniversitas IndonesiaThe South East Asian Journal of Management1978-19892355-66412016-06-0110110.21002/seam.v10i1.77073488Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development ManagementSri Daryanti0Kristina Uli SimanjuntakUniversitas Indonesia<div>This study strives to identify the market segment for mobile Internet based on</div><div>demographic characteristics and technology usage behavior attributes. Market </div><div>segment analysis is one of the most important factors for target market identification of </div><div>products or services. Segmentation analysis is also very crucial to the success of product</div><div>development management to ensure that products reach their potential customers or</div><div>their target market effectively with the right marketing strategies, thereby ensuring</div><div>peak profitability. In this segmentation research project, data were collected through</div><div>a paper-based survey using nonprobability sampling among 232 respondents. Based</div><div>on cluster analysis, the mobile Internet segment in Indonesia can be divided into four</div><div>groups: savvy users (35.8%), loyal users (27.6%), value users (27.6%) and traditional</div><div>users (9.9%). The study found that factors which clearly differentiate mobile Internet</div><div>segments are: mobile data usage during web browsing, communication activity</div><div>including social media activity, game activity, and price sensitivity.</div>http://journal.ui.ac.id/index.php/tseajm/article/view/7707Segmentation, Mobile internet segment, Cluster analysis, Product development management, Marketing management |
| spellingShingle | Sri Daryanti Kristina Uli Simanjuntak Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management The South East Asian Journal of Management Segmentation, Mobile internet segment, Cluster analysis, Product development management, Marketing management |
| title | Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management |
| title_full | Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management |
| title_fullStr | Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management |
| title_full_unstemmed | Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management |
| title_short | Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management |
| title_sort | segmentation of mobile internet users in the indonesian context insight for mobile internet product development management |
| topic | Segmentation, Mobile internet segment, Cluster analysis, Product development management, Marketing management |
| url | http://journal.ui.ac.id/index.php/tseajm/article/view/7707 |
| work_keys_str_mv | AT sridaryanti segmentationofmobileinternetusersintheindonesiancontextinsightformobileinternetproductdevelopmentmanagement AT kristinaulisimanjuntak segmentationofmobileinternetusersintheindonesiancontextinsightformobileinternetproductdevelopmentmanagement |